SpriteStepOff.com is a Digital Celebration of Black Greek-Letter Groups

On September 12, Coca-Cola Company launched one of their most dynamic marketing campaigns to reach an African American youth market,  the Sprite Step Off. The Sprite Step Off is 30 events in 25 cities beginning September 12 – October 17, 2009, and culminating in a nationally-televised event on January 19 in Atlanta.

The prize pool is the biggest in stepping history – 1.5 million dollars in scholarships.  A press release from the company states, “In addition, with the Sprite Step Off Service Challenge, Sprite is calling on young people to collectively donate 1.5 million hours of community service focused on educational empowerment, active living and community initiatives.” Service partners in the Sprite Step Off Service Challenge are Boys & Girls Club of America (BGCA) and Ronald McDonald House Charities.

Even more dynamic is the digital media campaign for Sprite Step Off, which showcases an amazing website – SpriteStepOff.com –  that showcases the beauty and power of stepping. Juxt Interactive is the agency of record.

Here is a broadcast-ready ad for Sprite Step Off.